QuickChek Balloon Festival

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Background:
A leading fresh convenience retailer serving the Central New Jersey and Metro New York communities, QuickChek is known for fresh and delicious subs, salads and sandwiches, great-tasting, award-winning coffee, quality fuel and above all, friendly people. Serving as their agency of record, Munroe Creative Partners develops strategic promotions and creative across all customer-facing touch points, including out-of-home, point-of-sale, digital and social media.

Opportunity:
As title sponsor of the QuickChek NJ Festival of Ballooning for more than 20 years, QuickChek enjoyed tremendous traditional press coverage connected to the festival. However, despite this great coverage, the company’s profile at the event itself was somewhat limited. QuickChek branding did not extend across the festival grounds beyond their store and hospitality tent presence, and there were few opportunities for authentic engagement and interaction across social media.

Solution:
Munroe conceptualized a self-guided interactive photo scavenger hunt that engaged attendees in a playful way with the QuickChek brand. Five branded “cut-outs” were designed and placed in high-traffic areas on the festival grounds. Attendees were enticed to take photographs with the cut-outs and share them on social media. By sharing their photos they were eligible to receive coupons for QuickChek products and entered to win a $50 QuickChek gift card, driving additional traffic to stores after the festival.

This interactive element successfully increased QuickChek’s branding across the festival in a way that was authentic, while simultaneously supporting the brand pillars of quality, fresh, delicious food and commitment to community.

The festival cut-outs and scavenger hunt complemented the enhanced store and hospitality tent branding, which featured larger-than-life product photography and appetite-inducing directional messaging to help festival-goers navigate the QuickChek experience.

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